Iceland has announced that it is expanding its retail media network with offsite media, onsite video formats, and a new auction-based buying model.

The expansion will be done in partnership with global data, technology and service company Epsilon.

Iceland said that the move adds to the scale and maturity of its current retail media offering, giving advertisers the ability to bid in real time for both onsite and offsite placements, including video.

Offsite capabilities allow campaigns to extend across wider digital environments, including online video and display channels, while onsite video placements offer richer ways to connect with shoppers directly in the purchase journey.

The new features are announced within a year of the retailer’s partnership with GIG Retail, which set up its retail media network.

In May, Iceland unveiled plans to launch the platform to enable brands to advertise their products and services within the company's digital ecosystem.

The platform enables brands to monetise their existing data and digital offering whilst providing them with access to a targeted audience.

When it was first set up, Iceland rolled out onsite display ads and in-store digital screens.

Speaking about the move, Adam Smith, head of retail media, Iceland Foods: "It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way. It also means we can now open up our media to more types and sizes of brand advertisers. Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”

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